The MegaLive Sales Mystery: Why Did the Hundred-Billion-Dollar Sensation Vanish?

For instance, KOL Pham Thoai’s 24-hour live stream in April 2024 achieved a remarkable 50 billion VND in sales.

Quyen Leo, a prominent TikToker, boasted a record-breaking 100 billion VND in revenue from a 17-hour live stream, with an average viewership of over 30,000 people. This surpassed his previous record of 75 billion VND from a similar event.

Not content with their success, Quyen Leo aimed even higher, organizing another Megalive event on May 5-6, targeting a staggering 150 billion VND in sales. They promised extravagant gifts, including cars and tablets, to those who registered and participated in the sale.

Vo Ha Linh also made headlines with her record-breaking live stream, attracting 58,000 simultaneous buyers and generating 1.5 million USD in revenue.

However, towards the end of the year, a noticeable shift occurred. Many wondered why KOLs and celebrities continued to host lengthy Megalive sessions but refrained from announcing the staggering sales figures they had become known for.

In a conversation with a prominent KOL, N.X., who has nearly 3 million followers and wishes to remain anonymous, we uncovered the reasons behind this change. N.X. revealed that after these Megalive events, KOLs often became the subject of gossip, with their information being misrepresented and their personal lives scrutinized. They faced backlash for allegedly “herding” communities for likes and views, causing disruptions to the platform, and posting abnormal sales figures that could influence consumers’ psychology.

“In reality, there are still Megalive sessions that generate tens of billions of VND in sales during mega-sale events,” N.X. shared. “However, KOLs and artists have opted to refrain from displaying their sales figures to mitigate risks and protect their reputations and partnerships with brands.”

Do Quang Huy, an e-commerce expert and director of Ecotop, offered insight into this phenomenon. He explained that the initial Megalive sessions were promotional strategies to attract consumers to live stream shopping. Once consumers became accustomed to this format, there was no longer a need for such extravagant displays of sales figures.

“KOLs are now more cautious,” Mr. Huy added. “Inaccurate disclosure of sales figures can severely damage their credibility and deter potential brand collaborations.”